Burton’s Biscuits is relaunching its Maryland range with a unified pack format and new SKUs.
Rolling out from April, the biscuits will be rebranded Maryland Creations and sold in upright packs of eight cookies, for an RRP of £1.79.
New to the range are the Choc Dipped biscuits, a milk and dark chocolate chunk biscuit half dipped in chocolate; and Soft Centres, crunchy cookies filled with a smooth, milk chocolate cream. A Soft Baker Fudge Choc Brownie biscuit will replace the existing double-choc variant.
Meanwhile, the Milk & Dark, and Hazelnut Crunch variants of the Big & Chunky cookies will benefit from an upgraded recipe, while the Soft Baked Caramels will remain unchanged.
The launch will be supported by a £1.2m marketing campaign, involving six-sheet posters, print and sampling.
David Costello, head of category and shopper management at Burton’s Biscuits, said: “The Maryland Creations range has been developed to simplify the offering for shoppers and be more distinctive, driving stand-out on shelf.
“With the introduction of Maryland Creations, we’re simplifying the offering for shoppers and creating a true beacon biscuit treat range that is sure to drive shoppers to the fixture and, in turn, help retailers grow the Maryland brand in-store.”
Burton’s Biscuits recently updated its Jammie Dodgers brand with a ‘Best Ever’ recipe.